Why Dynamic Content Optimisation Is The Future Of Digital Marketing

What is dynamic content optimisation?

Dynamic content optimisation or DCO is a process where your content creatives are partially or totally changed and optimised based on the advert performance.

For example: if you’re selling shoes, your creative ad will dynamically change to feature red shoes, green shoes or purple shoes while maintaining the rest of the picture, or changing it completely to give you an optimised ad for the best performance.

Currently all optimisation is mainly based on A/B split testing different variations. You can see a study here. This is something that cannot be denied by all advertisers and marketers.

DCO changes this by replacing part of the image in each variation, based on results.

Below are some examples of possible image variations that could be obtained.

The shoe in the image above will be dynamically swapped to the shoe in the image below

The first image might be shown to 1000 people, then the second image might be shown to 1000 people. Depending on the Click-Through-Rate (CTR) the content in the first or the second image is dynamically optimised and chosen to be shown to 100.000 people.

Think of these ads as a Photoshop file with layers, rather than your conventional exported images. Different layers can be turned on or off dynamically depending on results.

Why Dynamic Content Optimisation Is The Future Of Digital Marketing

This feature combines ease of use and flexibility when creating your ads as well as creating website pages.

Currently you can add some of these dynamic options if you’re building your website and use A/B split as part of your Conversion Rate Optimisation (CRO). A good and (sort of free) tool to use for this can be found here.

When running your CRO strategy you can use tools to change elements around your page, test different landing pages and test different elements. These pages still need to be built based on research and optimisation, however this can help them develop further.

A form of DCO can be classified as personalisation, where the content on your website changes based on interest and query.

A good example* is:

Searching for “Dynamic Content Optimisation” on Google gets you the main Marketing.Net.Co website page with a image banner relating to DCO

and

Searching for “Video Analysis for Marketing” on Google gets you the main Marketing.Net.Co website page with a image banner relating to Video Analysis for Marketing

*we do not have this implemented, as we currently have no use for it on the website.

What we do to progress the industry

We believe that DCO is the future of marketing, for this we are currently developing our video analysis for marketing platform. This is not DCO, however it helps find what a company’s clients and customers want by analysing video, images and text from a targeted influencer marketing network that gets built for each of our platform’s users.

This is the basis from where you start using DCO, as this gives you the guide for your testing.

A good example of insight from this:

B2C clients between the age of 20-40 in a specified location that are looking to buy shoes are most likely to share images, videos and text containing:

green coloured backgrounds

funny videos containing emotional subjects relating to cats

with a 1940’s theme.

This can be used to create the image or video as the background and the general advertising campaign. The next step is looking at analysis of images to determine that they like a specific kind of shoe. This can be referred back to the production department and create this type of shoe, while testing different variations and models through DCO.

The best part is that this analysis can change daily or in real time, and the network that is built is owned by the user of the platform and can be directly used by them to test and increase sales and branding.